Online shopping has been known as a rapidly growing business in the Italian and international scenario. In particular, in Italy the e-Commerce B2C continued to increase in 2016, displaying a turnover of almost 20 billion euro, a rising number of online customers and a growing penetration of total retail sales. However, the potential of online grocery shopping has been recognized only recently since this sector has not followed the aforementioned growth patterns. As a result, the focus of literature on online shopping rarely has encompassed this retail market, and the few existing studies mainly concern consumers’ motivations and attitudes, rather than study in details the e-grocery “journey” along the virtual aisles. Starting from this situation, the aim of this thesis is to investigate and analyse in a qualitative and quantitative way the customer journey, from the Site Access until the Check-out phase in the e-grocery sector among eMechants with different business model (Click&Mortar, Pure Online Player and Aggregators) and on different channels (Browser, Mobile Site and Mobile Apps). The first interesting results of this analysis is a structured framework that provides a qualitative output. In particular, this framework consists in a tool to track and investigate the online user experience. Moreover, it offers a categorization of the customer journey and websites’ functionalities that is used to assess the quality of a webpage, to make comparisons between different merchants’ performances and to identify the main areas to be improved as well as the main best practices. Whereas, the second tool used is a statistical analysis in order to assess how the online customer experience impacts on the profitability ratio. Finally, it is important to point out that not only these findings identify the main determinants of websites’ performances, but also they provide insights on the company-consumers interaction process as a whole and on how to improve it.
Lo shopping online è stato conosciuto come un business in rapida crescita nel panorama italiano e internazionale. In particolare, anche nel 2016 in Italia l'e-Commerce B2C ha continuato a crescere, mostrando un fatturato di quasi 20 miliardi di euro, un numero crescente di clienti online e una crescente penetrazione delle vendite sul totale. Tuttavia, il potenziale dell’e-grocery è stato riconosciuto solo di recente dal momento che questo settore non ha seguito i modelli di crescita di cui sopra. Di conseguenza, l'attenzione della letteratura sullo shopping online raramente ha abbracciato questo mercato, infatti, nei pochi studi esistenti si parla soprattutto di motivazioni ed atteggiamenti dei consumatori riguardo l’acquisto, ma non si è mai studiato la custumer journey nell’e-grocery nel dettaglio. Partendo da questa situazione, l'obiettivo di questa tesi è quello di indagare e analizzare in modo qualitativo e quantitativo proprio la customer journey nel settore dell'e-grocery, dall’ accesso al sito fino al check-out, categorizzando i eMechants con diversi modelli di business (Click & Mortar, Pure online Player e aggregatori) e su diversi canali (Browser, mobile Site e mobile Apps). I primi interessanti risultati di questa analisi consistono in un framework che fornisce delle valutazioni qualitative. In particolare, risulta essere uno strumento per monitorare e studiare l'esperienza degli utenti on-line. Ulteriormente, offre una clusterizzazione del percorso del cliente e delle funzionalità che vengono utilizzate per valutare la qualità di una pagina web, per fare confronti tra diversi player di siti web e per identificare le principali aree di miglioramento, così come le principali best practice. Il secondo strumento utilizzato è un'analisi statistica al fine di valutare come la customer journey del cliente abbia un rapporto diretto con la profittabilità. Infine, è importante sottolineare che non solo questi risultati identificano le principali determinanti della performance dei siti web, ma che forniscono anche approfondimenti sul processo di interazione portale-consumatore nel suo complesso.
A model to assess the e-commerce customer journey in the grocery industry
LA VALLE, GIULIA
2015/2016
Abstract
Online shopping has been known as a rapidly growing business in the Italian and international scenario. In particular, in Italy the e-Commerce B2C continued to increase in 2016, displaying a turnover of almost 20 billion euro, a rising number of online customers and a growing penetration of total retail sales. However, the potential of online grocery shopping has been recognized only recently since this sector has not followed the aforementioned growth patterns. As a result, the focus of literature on online shopping rarely has encompassed this retail market, and the few existing studies mainly concern consumers’ motivations and attitudes, rather than study in details the e-grocery “journey” along the virtual aisles. Starting from this situation, the aim of this thesis is to investigate and analyse in a qualitative and quantitative way the customer journey, from the Site Access until the Check-out phase in the e-grocery sector among eMechants with different business model (Click&Mortar, Pure Online Player and Aggregators) and on different channels (Browser, Mobile Site and Mobile Apps). The first interesting results of this analysis is a structured framework that provides a qualitative output. In particular, this framework consists in a tool to track and investigate the online user experience. Moreover, it offers a categorization of the customer journey and websites’ functionalities that is used to assess the quality of a webpage, to make comparisons between different merchants’ performances and to identify the main areas to be improved as well as the main best practices. Whereas, the second tool used is a statistical analysis in order to assess how the online customer experience impacts on the profitability ratio. Finally, it is important to point out that not only these findings identify the main determinants of websites’ performances, but also they provide insights on the company-consumers interaction process as a whole and on how to improve it.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/133659